confidance
ConfiDance is a sole-proprietor ballroom and country dance instruction business in central Ohio offering private lessons, group classes, wedding choreography, online subscription memberships, and a ballroom dance teacher certification program.
- Company typePrivate
- Founded2020
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingServices
What confidance does
ConfiDance is a privately held ballroom and country dance instruction business founded in 2020 and operated by sole proprietor Michael Curtis in central Ohio. The company delivers in-person private lessons, group classes, and wedding-specific choreography at partner studios throughout the region, and additionally runs the Ohio Ballroom Dance Teachers College, a career-switcher program for aspiring dance instructors. Customer segments include social dancers, wedding couples, competitive dancers, and prospective instructors, with testimonials indicating multi-year individual client relationships.
The core technology stack is commodity open-source: a WordPress site with WooCommerce checkout for subscription purchases, Square for payment processing, Calendly for consultation scheduling, and MonsterInsights for analytics. The proprietary layer is methodological rather than technological: the Performance Level Dance Method (PLDM), which bundles ballroom master classes, judge's competitive tips, choreography breakdown, and nutritional guidance into a branded curriculum. There are no patents, trademarks, or formal IP filings disclosed.
The business model combines a three-tier monthly subscription ($100 Master Class Plus, $150 Performance Plus, $195 The 360) sold online with separately priced in-person private lessons and group classes, plus tuition from the Teachers College. GTM is sales-led with a free introductory lesson offered to convert prospects, supported by blog content marketing, email newsletter capture, and word-of-mouth referrals. The company is bootstrapped with no disclosed external funding, operates regionally without online service expansion evidence, and is functionally a one-person service business.
confidance firmographics
Firmographics- Name
- confidance
- Legal name
- Confidancelifestyle.com
- Website
- https://confidancelifestyle.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Short description
- ConfiDance is a sole-proprietor ballroom and country dance instruction business in central Ohio offering private lessons, group classes, wedding choreography, online subscription memberships, and a ballroom dance teacher certification program.
- Ownership category
- akta.pro rank
confidance industry classification
Industry- Product category
- Dance Instruction Services
- NAICS
- Fine Arts Schools (61161), Sports and Recreation Instruction (611620)
- SIC
- Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD)
- akta.pro secondary industries
- Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH), Dance Competitions & Showcases (Non-Esports) (MPAGADAH)
Keywords
confidance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Monthly Membership Subscriptions: Three-tier monthly subscription model providing access to ballroom dance instruction content including master classes, competitive coaching, choreography breakdown, and nutritional guidance
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Master Class Plus tier offering ballroom master classes, judge's competitive tips, ballroom coach access, and nutritional strategies |
| Subscription | Monthly | Performance Plus tier with PLDM building blocks and choreography breakdown |
| Subscription | Monthly | The 360 comprehensive tier combining all services |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
confidance product offering
Product offeringCore offering
ConfiDance provides in-person and online ballroom and country dance instruction in Central Ohio, including private lessons, social dance group classes, wedding first-dance choreography, competitive dance coaching, and the Ohio Ballroom Dance Teachers College career-switcher program. Core revenue comes from three tiered monthly membership subscriptions (Master Class Plus at $100, Performance Plus at $150, and The 360 at $195) built around the proprietary PLDM methodology.
Product overview
ConfiDance offers a comprehensive dance instruction business centered around ballroom and country dance education. The company provides three tiered monthly membership programs—The 360 ($195/month), Performance Plus ($150/month), and Master Class Plus ($100/month)—each offering varying combinations of Ballroom Master Classes, Judge's Competitive Tips, PLDM Building Blocks, PLDM Choreography Breakdown, The Ballroom Coach, and Nutritional Strategies. Complementing these programs are in-person and group dance lessons including Social Dance, Wedding Dance, and Competitive Dance instruction throughout central Ohio. The company also operates the Ohio Ballroom Dance Teachers College for individuals seeking professional dance instructor certification.
Differentiator
Problem solved
Functional benefit
Products and services
- The 360 Comprehensive monthly membership program at $195 per month offering the complete package of Ballroom Master Classes, Judge's Competitive Tips, PLDM Building Blocks, PLDM Choreography Breakdown, The Ballroom Coach, and Nutritional Strategies; positioned as 'The 360' with 'great value at only $12 per class.'
- Master Class Plus Monthly membership at $100 including Ballroom Master Classes, Judge's Competitive Tips, The Ballroom Coach, and Nutritional Strategies, targeting adult learners focused on technique and competitive insight.
- Performance Plus Monthly membership at $150 featuring PLDM Building Blocks, PLDM Choreography Breakdown, The Ballroom Coach, and Nutritional Strategies, targeted at dancers focused on choreography and performance preparation.
- Ballroom & Country Dance Instruction In-person and group ballroom and country dance lessons covering Social Dance, Wedding Dance, and Competitive Dance styles delivered throughout Central Ohio via partner studios.
- Social Dance Group Classes Group dance classes offering Performance-Level Dance Method training, Ballroom Master Classes, and Self-Development Classes for adult learners in Central Ohio.
- Ohio Ballroom Dance Teachers College Professional development program for individuals looking to switch careers or add a second career as ballroom dance instructors, with no prior experience necessary.
- Wedding Dance Classes Private dance instruction specifically for couples preparing for their wedding first dance, including song selection guidance and choreography.
- Private Dance Lessons One-on-one instruction offering personalized attention, custom choreography, and tailored learning pace for individuals building confidence, preparing for events, or pursuing competitive dance goals.
Quantifiable outcome
- 37% lower risk of falling in healthy older adults associated with dance-based mind-motor activities (reference from company's educational content)
- +1 more outcomes
Companies that use confidance
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
confidance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
confidance partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Local Dance Studios (Central Ohio)corePartnerships with various local dance studios throughout central Ohio enabling ConfiDance to teach clients at locations convenient for them. These studio partnerships form the operational backbone of the instruction delivery model across the region.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
confidance competitors and assessment
Company assessmentDirect peers
- Arthur Murray International: Arthur Murray is the largest ballroom dance franchise in the world with hundreds of studios globally. It directly competes with ConfiDance in ballroom instruction for social, wedding, and competitive dancers, and also sells online content subscriptions — making it the most relevant scale comparable.
- Fred Astaire Dance Studios: Fred Astaire operates a competing ballroom dance franchise network across the US with similar curriculum (social, wedding, competitive tracks). Comparable in target customer, instruction format, and pricing model to ConfiDance but at national scale.
Regional players
- Columbus Ballroom Company: A ballroom dance studio operating in the same Central Ohio market as ConfiDance. Most direct local geographic peer — competes for the same social, wedding, and competitive dancer pool in Columbus and surrounding areas.
- Ballroom Dance Chicago: An independent ballroom dance studio in Chicago offering private lessons, group classes, wedding choreography, and competition prep — a near-identical service mix to ConfiDance but operating in a different metro. Direct functional peer at independent-studio scale.
- New York Ballroom Dance Center: Independent ballroom studio in NYC serving social dancers, wedding couples, and competitive students. Comparable to ConfiDance in offering structure and customer mix, but operates in a denser, higher-rent market.
- DanceSport NJ: Regional ballroom and DanceSport training studio in the Northeast US offering private and group lessons plus competition prep. Closely mirrors ConfiDance's competitive-dancer segment focus.
Broad incumbents
- STEEZY Studio: STEEZY is a subscription-based online dance instruction platform covering hip-hop, contemporary, k-pop, and other styles. Not a direct ballroom competitor, but represents the broader shift toward online dance subscriptions that ConfiDance's monthly tiers are also pursuing.
- Ceroc Dance: Ceroc is a UK-based social dance franchise focused on modern jive, appealing to the same adult social-dancer demographic as ConfiDance's ballroom offerings. Comparable on customer type and social-dance positioning but geographically and stylistically distinct.
Emerging players
- DanceVision International Dance Association: DanceVision is an online ballroom dance instruction platform and certifying body — ConfiDance's founder is registered with DanceVision, indicating overlap in curriculum standards. DanceVision represents the online-only, content-driven model that ConfiDance's subscription tiers are beginning to approach.
- Learn to Ballroom: Independent online ballroom dance instruction resource offering video lessons and beginner content. Represents the low-cost online-only end of the same market ConfiDance targets with its subscription tiers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
confidance social profiles
Digital presenceconfidance financial estimates
Financial estimateRevenue estimate
Valuation estimate
confidance leadership team
Management profileNumber of profiles
Profiles1 record
confidance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
confidance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about confidance
What does confidance do?
ConfiDance provides in-person and online ballroom and country dance instruction in Central Ohio, including private lessons, social dance group classes, wedding first-dance choreography, competitive dance coaching, and the Ohio Ballroom Dance Teachers College career-switcher program. Core revenue comes from three tiered monthly membership subscriptions (Master Class Plus at $100, Performance Plus at $150, and The 360 at $195) built around the proprietary PLDM methodology.
Is confidance a public or private company?
confidance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was confidance founded?
confidance was founded in 2020.
How does confidance make money?
One revenue line is on record: monthly Membership Subscriptions.
Who are confidance's main competitors?
Direct peers on record are Arthur Murray International and Fred Astaire Dance Studios. Regional players are Columbus Ballroom Company, Ballroom Dance Chicago, New York Ballroom Dance Center and DanceSport NJ. Broad incumbents are STEEZY Studio and Ceroc Dance. Emerging players are DanceVision International Dance Association and Learn to Ballroom.
Does confidance have an API?
No public API is recorded for confidance.
What industry is confidance in?
confidance's product category is Dance Instruction Services. Its primary akta.pro industry code is EDAAAGAD, Dance & Movement (Ballroom, Contemporary, Social Dance), with a secondary code of EDAMAAAH, Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance). Its NAICS code is 61161 and its SIC code is 8200.